Lecture Notes: Chapter 12 - Two Rules for Snagging the Intentional Area of Vito's Brain

Introduction

• Speaker: Unknown (possibly Tony)
• Main Subject: Writing effective letters to Vito
• Inspiration: Success story of Gary B, a successful student

Key Concepts

Importance of Letters

• Letters as a pre-internet communication method.
• Success potential of letters in reaching Vito's.
• Questions to consider:
  • What if Vito's could read about how you can help them achieve their goals?
  • What if your call follows their reading?
• A successful letter can lead to significant sales opportunities.

Vito Rule #18: Knowing Whom to Approach

• Objective: Avoid wasting time on unqualified prospects.
• Strategy: Send letters only to Vito's who match your best customer persona.
• Process:
  • Establish persona of best existing customers.
  • Answer 24 key questions to define this persona:
    • Industry, marketplace, products, competitive ranking, etc.
    • Revenue creation, distribution, value delivered, buying process.

Action Steps

• Match prospects with existing customer persona.
• Highlight matching prospects in your sales forecast.
• Delete non-matching prospects to save time.
• Find out Vito’s and personal assistant’s names for remaining prospects.

Vito Rule #19: Approaching Vito in Specific Industries

• Approach:
  • Vito's have similar interests to your existing customers.
  • Ensure prospects fit existing customer persona.

Crafting the Letter

• Why Letters? Vito's are avid readers (20 books/year), including professional and entertainment reading.
• Characteristics of a Good Letter:
  • Short, concise, one-page with whitespace.
  • Simple language; avoid unfamiliar terms.
  • Align with Vito’s interests and activities.

Essential Elements

• Forwardability: Vito’s should easily forward it to decision-makers.
• Assistant’s Role:
  • Correspondence should go through Vito’s assistant.
  • Assistant's recommendation is crucial.

Conclusion

• Goal: Fast-track C-suite appointments.
• Next Steps: Visit Vito Sales Training website for further information.

Closing

• Encouragement to continue refining correspondence approach with Vito's.